L’Oreal’s CMO on how it is evolving its marketing strategy through consumer insight
Alison MillingtonL’Oreal is expanding its insights team in an effort to “embrace new technologies, consumer behaviours and trends” as it readies awareness campaigns for its Garnier Nutrisse and Essie brands.
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Mark Ritson: What is the point of brand valuations if those doing the valuing are so off target?
Mark RitsonA few years ago I wrote about the wild and concerning variances across different brand valuations. In my usual understated style, I suggested that despite the power and prestige of big valuation firms Interbrand, Millward Brown and Brand Finance, there was a possibility that much of what they do was bollocks.
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Pret A Manger’s marketing boss on succeeding without advertising
Thomas HobbsWith the daily lunch trip to Pret A Manger now as common to some Londoners as riding the tube, the premium brand is moving beyond lunch with its new Good Evenings concept to bring in the city’s evening diners and is looking to expand its international operations.
Marketing Week Top 100 2021: The top travel, leisure and hospitality marketers
Marketing Week ReportersMarketing Week reveals the top 10 marketers in travel, leisure and hospitality, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
How rethinking ‘value’ can improve effectiveness
Robin BonnThere’s growing momentum around a refocus on outcomes over agency inputs, but by defining ‘value’ too narrowly, marketers risk missing the opportunity.
How Reckitt’s digital transformation is enabling it to ‘learn faster and scale-up’
Manny PhamWhen Cigdem Kurtulus took on the top marketing job at Reckitt she introduced a marketing hub to encourage collaboration across all markets as she says you can’t enforce a “digital transformation mindset” without first changing the infrastructure.
Marketing Week Top 100 2021: The top marketers in consumer goods, tech and luxury
Marketing Week ReportersMarketing Week reveals the top 10 marketers in consumer goods, technology and luxury, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.